Faktor budaya

Faktor budaya memiliki pengaruh signifikan terhadap perilaku pelanggan.

Budaya adalah penyebab paling dasar dari seseorang keinginan dan perilaku.  Tumbuh, anak-anak belajar nilai-nilai dasar, persepsi dan keinginan dari keluarga dan kelompok penting lainnya.

Pemasaran selalu berusaha spot " pergeseran budaya " yang mungkin menunjuk ke produk baru yang mungkin diinginkan oleh pelanggan atau peningkatan permintaan.  Misalnya, pergeseran budaya ke arah perhatian yang lebih besar tentang kesehatan dan kebugaran telah menciptakan peluang ( dan sekarang industri ) melayani pelanggan yang ingin membeli:

• Rendah kalori makanan

• Kesehatan klub keanggotaan

• Latihan peralatan

• Kegiatan atau hari libur yang berhubungan dengan kesehatan dll

Demikian pula keinginan meningkat untuk " waktu senggang " telah mengakibatkan meningkatnya permintaan produk kenyamanan dan layanan seperti oven microwave, makanan siap pakai dan usaha pemasaran langsung layanan seperti perbankan telepon dan asuransi.

Setiap kebudayaan mengandung " sub - budaya " - kelompok masyarakat dengan nilai-nilai saham.  Sub - budaya dapat termasuk bangsa, agama, kelompok ras, atau kelompok orang berbagi lokasi geografis yang sama.  Kadang-kadang sub - budaya akan menciptakan segmen pasar yang substansial dan khas sendiri.

Misalnya, " pemuda budaya " atau " budaya klub " memiliki nilai yang sangat berbeda dan karakteristik membeli dari " generasi abu-abu " jauh lebih tua

Demikian pula, perbedaan kelas sosial dapat membuat grup pelanggan.  Bahkan, enam resmi kelas-kelas sosial di Inggris secara luas digunakan untuk profil dan memprediksi perilaku pelanggan yang berbeda.  Dalam skema klasifikasi sosial ekonomi di Inggris, kelas sosial tidak hanya ditentukan oleh pendapatan.  Ini diukur sebagai kombinasi dari pekerjaan, pendapatan, pendidikan, kekayaan dan variabel lain :

Class name	Social Status	Occupational Head of Household	% of UK Population
A	Upper middle	Higher managerial, administrative or professional	3
B	Middle	Intermediate managerial, administrative or professional	14
C1	Lower middle	Superiors or clerical, junior managerial, administrative or professional	27
C2	Skilled working	Skilled manual workers	25
D	Working	Semi-skilled and un-skilled manual workers	19
E	Those at lowest level of subsistence	State pensioners or widows, casual or lower-grade workers	12

Versi Bahasa Inggris

buyer behaviour - cultural factors

Cultural factors have a significant impact on customer behaviour.

Culture is the most basic cause of a person’s wants and behaviour. Growing up, children learn basic values, perception and wants from the family and other important groups.

Marketing are always trying to spot “cultural shifts” which might point to new products that might be wanted by customers or to increased demand. For example, the cultural shift towards greater concern about health and fitness has created opportunities (and now industries) servicing customers who wish to buy:

• Low calorie foods
• Health club memberships
• Exercise equipment
• Activity or health-related holidays etc.

Similarly the increased desire for “leisure time” has resulted in increased demand for convenience products and services such as microwave ovens, ready meals and direct marketing service businesses such as telephone banking and insurance.

Each culture contains “sub-cultures” – groups of people with share values. Sub-cultures can include nationalities, religions, racial groups, or groups of people sharing the same geographical location. Sometimes a sub-culture will create a substantial and distinctive market segment of its own.

For example, the “youth culture” or “club culture” has quite distinct values and buying characteristics from the much older “gray generation”

Similarly, differences in social class can create customer groups. In fact, the official six social classes in the UK are widely used to profile and predict different customer behaviour. In the UK’s socioeconomic classification scheme, social class is not just determined by income. It is measured as a combination of occupation, income, education, wealth and other variables:

Class name	Social Status	Occupational Head of Household	% of UK Population
A	Upper middle	Higher managerial, administrative or professional	3
B	Middle	Intermediate managerial, administrative or professional	14
C1	Lower middle	Superiors or clerical, junior managerial, administrative or professional	27
C2	Skilled working	Skilled manual workers	25
D	Working	Semi-skilled and un-skilled manual workers	19
E	Those at lowest level of subsistence	State pensioners or widows, casual or lower-grade workers	12

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